Treat yo' self... McDonald's just dropped over $300M to buy Israel's Dynamic Yield. Great technology, brutal name. It's McD's biggest acquisition in two decades (it splurged $174M on chicken chain Boston Market in '99), but this one's got one focus: Make drive-thrus freakishly personal.
This Happy Meal feels like my soulmate... That's the vibe McD's wants you feeling as you coast away from the drive-thru. Dynamic's technology unleashes some serious customization to the menu.
- Temp hit 92-degrees? Dynamic Yield pushes up M&M McFlurries on the drive-thru menu.
- Already ordered Egg McMuffin? Dynamic Yield suggests hashbrowns to round out that breakfast of champions.
- Kitchen low on chicken? The Dynamic Yield menu highlights the 6-pack of McNuggets over the 20-pack binge option.
Ronald's New Year's resolution was a new look... 2018 was all about upping McDonald's digital game (including order kiosks and a new app), but 2019's focused on physical transformation — McD's is dropping almost $1B to upgrade 2,000 locations. The drive-thru just wants to get to know you.